As Internet marketers, we throw the word 'links' around a lot, but what does it actually mean and what do they do in a search context? Let's take a look at link fundamentals.

What is a link?

A link is a pointer that lets a site visitor travel from one page to another. This targeted page can be found on the same website, or on another one all together.

What do links do in search optimization?

Search engines rely on two things when ranking websites: content (quality, relevance to search terms, and structure) and authority (or popularity). On a very basic level, links are a lot like votes. Let's take a look at a link to our homepage, for example.

When search engines finds this page, it will see the link above and add a vote to their system saying that our home page is about Vancouver Internet marketing services. As more links are found around the Internet saying the same thing, search engines will pick up on the trend, and associate the home page with these words.

And that, ladies in gentlemen, is linking in search marketing in a nut shell. Simple in concept, but complex in execution. Other factors, such as the topicality of linking site come into play, but that can be saved for another discussion. Or, if you're really eager to learn more, give us a shout and we'd be happy to consult with you on search marketing services.